The client, UNICEF Denmark wanted to put focus on a growing global problem: The kidnapping of street children.

We chose to show the missing child as a 'lost' teddy bear placed in public spaces such as sidewalks, on trains and at train stations of Copenhagen. The teddy bears wore a tag with the message: 'A street child is kidnapped every single day' UNICEF – help us help them.

In 2003/2004 UNICEF Denmarkincreased the effort in the face- to-face collections on the street.(UNICEF volunteers walking the streets getting donations).To support the street presence UNICEF held events in the same period. Consequently, the increased effort raised the outcome of the face-to-face collection to be the highest yet.